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In an effort to grasp some of the luxury light beer market share, Amstel Light has launched a complete re-branding campaign touting the slogan "Amstel Light. Live Tastefully."
The packaging will be redesigned, and there will also be new advertising and grassroots event marketing. Billboards in mid-town New York are already spreading the new campaign, proclaiming "Asian Fusion is not a welding technique. Amstel Light. Live Tastefully."
A press release from the company stated the goal is to market Amstel Light as an everyday indulgence and an affordable luxury, as well as an upscale image to the "urban sophisticate consumer."
"Amstel Light recognizes and understands that our target consumer enjoys a more discerning, sophisticated lifestyle and pursues everyday, attainable luxuries," said Willem van der Hoeven, brand director for Amstel Light.
To promote the upscale campaign, Amstel Light will be a sponsor for the Professional Golf Association (PGA) of America and the official beer sponsor for Park City and Telluride ski Resorts this winter. Amstel also has employed TV chef Dave Lieberman to promote the "Live Tastefully" lifestyle and plans to form partnerships with other celebrity chefs that embody the chic profile the company is aiming for.
Its advertisements will appear in publications such as Fortune, Esquire, Glamour, InStyle and Vanity Fair. TV commercials shot on location in Scotland, France and the beers native land, Amsterdam, will feature music by Joe Cocker.
Amstel Light has created an interactive Web site, LiveTastefully.com, that will educate consumers on upscale food, travel and trends, including recipes from chefs and campaign news and product information.
The "Live Tastefully" campaign will replace the "Amstel Light: The Beer Drinker’s Light Beer" platform.